Summary

Bench, the #1 local fashion brand, strives to maintain its leadership by strengthening its affinity with its young Millennial audience who are naturally predisposed to the pull of foreign fast fashion brands. To achieve this, we championed the brand’s #LoveLocal advocacy and tapped into the core market’s passion to create. Starting from the discovery that our audience are either part of the 9 million children left behind by OFW (Overseas Filipino Workers) parents or 55% of OFWs are millennials themselves, we created and distributed the #LoveLocal Kit — a package composed of a Bench shirt, a tripod, and a shooting guide. We then sent these to young Filipinos in different parts of the world who sent back their content, which we stitched together into two videos: The first video featured these children thanking their parents for their sacrifices while the other film featured them singing the Filipino hit “Anak” (a song about Filipino family values), but in varying languages to represent the different countries that their families have migrated to. Co-created with its audience on a global scale, “Anak” became Bench’s farthest-reaching crowdsourcing campaign in history. Beyond outstanding reach and engagement scores, the campaign strongly resonated with the local millennials and was picked up and shared by various publishers and OFW forums. On top of increasing Bench’s online and physical store sales, the campaign also further strengthened the brand’s position as the number one local brand in the minds of millennials and industry experts – garnering the highest score by a local brand in the YouGov Brand Index rankings; it also became the Philippine’s number one fashion brand on Campaign Asia’s Top 1,000 brands in Asia - a return to the list following a decade long absence.